Oct. 22, 2021 – Last night, the Official Spirit of the NBA coursed through London, as Hennessy, the world’s best-selling cognac, brought its global partnership with the National Basketball Association (NBA) to the capital, celebrating with a tip-off party at a secret central London location. Marking the start of the NBA’s 75th Anniversary Season, the iconic London institution was transformed into a basketball court for the first time in its history for an evening honouring the game’s impact on UK culture, both on and off the court.
In a show of London’s far-reaching love for the game, taste-makers from across UK culture turned out to tip off the new season, including the likes of Daisy Lowe, Goldie, Josh Denzel, Yinka Ilori, Ray Blk, D Double E, Amy Jackson, Tiffany Calver, Jack Fowler, Montana Brown, Rak-Su and more. Launching the NBA’s 75th Anniversary Season in style, the immersive Spirit of the NBA experience saw the game reimagined into an evening of four quarters recognising the sport’s cultural significance on a visually-arresting monochrome court played by special guest performers. Showcasing both fresh and established UK talent, British DJ icon Goldie MBE paid homage to the sounds that shaped early NBA culture with a rare set of 80s hip-hop, funk and soul and BBC Radio One DJ Tiffany Calver championed the newest names in UK hip-hop, while Kojo Funds shone a light on London’s bubbling Afro-swing scene.
LONDON, ENGLAND – OCTOBER 21: Kojo Funds attends THE SPIRIT OF THE NBA – NBA x Hennessy Launch Party on October 21, 2021 in London, England. Pic credit: Dave Benett 
LONDON, ENGLAND – OCTOBER 21: Tiffany Calver attends THE SPIRIT OF THE NBA – NBA x Hennessy Launch Party on October 21, 2021 in London, England. Pic credit: Dave Benett 
LONDON, ENGLAND – OCTOBER 21: Jack Fowler attends THE SPIRIT OF THE NBA – NBA x Hennessy Launch Party on October 21, 2021 in London, England. Pic credit: Dave Benett 
LONDON, ENGLAND – OCTOBER 21: D Double E, Goldie and Jammer attend THE SPIRIT OF THE NBA – NBA x Hennessy Launch Party on October 21, 2021 in London, England. Pic credit: Dave Benett 
LONDON, ENGLAND – OCTOBER 21: Josh Denzel attends THE SPIRIT OF THE NBA – NBA x Hennessy Launch Party on October 21, 2021 in London, England. Pic credit: Dave Benett 
LONDON, ENGLAND – OCTOBER 21: Josh Denzel attends THE SPIRIT OF THE NBA – NBA x Hennessy Launch Party on October 21, 2021 in London, England. Pic credit: Dave Benett 
LONDON, ENGLAND – OCTOBER 21: Goldie attends THE SPIRIT OF THE NBA – NBA x Hennessy Launch Party on October 21, 2021 in London, England. Pic credit: Dave Benett 
LONDON, ENGLAND – OCTOBER 21: Goldie attends THE SPIRIT OF THE NBA – NBA x Hennessy Launch Party on October 21, 2021 in London, England. Pic credit: Dave Benett 
LONDON, ENGLAND – OCTOBER 21: D Double E and Goldie attend THE SPIRIT OF THE NBA – NBA x Hennessy Launch Party on October 21, 2021 in London, England. Pic credit: Dave Benett 
LONDON, ENGLAND – OCTOBER 21: Rak Su attend THE SPIRIT OF THE NBA – NBA x Hennessy Launch Party on October 21, 2021 in London, England. Pic credit: Dave Benett 
LONDON, ENGLAND – OCTOBER 21: Daisy Lowe attends THE SPIRIT OF THE NBA – NBA x Hennessy Launch Party on October 21, 2021 in London, England. Pic credit: Dave Benett 
LONDON, ENGLAND – OCTOBER 21: Kara Marni attends THE SPIRIT OF THE NBA – NBA x Hennessy Launch Party on October 21, 2021 in London, England. Pic credit: Dave Benett 
LONDON, ENGLAND – OCTOBER 21: Elz the Witch attends THE SPIRIT OF THE NBA – NBA x Hennessy Launch Party on October 21, 2021 in London, England. Pic credit: Dave Benett 
LONDON, ENGLAND – OCTOBER 21: Amy Jackson attends THE SPIRIT OF THE NBA – NBA x Hennessy Launch Party on October 21, 2021 in London, England. Pic credit: Dave Benett 
LONDON, ENGLAND – OCTOBER 21: Rosa Crespo attends THE SPIRIT OF THE NBA – NBA x Hennessy Launch Party on October 21, 2021 in London, England. Pic credit: Dave Benett
Dynamic and exciting for both NBA fans and brand-lovers alike, the party set the scene to capture the culture of the NBA in its distinctly London context, timed to coincide with the start of the 2021-22 NBA season, which tipped off on Oct. 19. Throughout the evening, guests enjoyed Hennessy cocktails and were treated to American street food, in a nod to the NBA’s homeland. They were greeted by a dedicated message from eight-time NBA All-Star Vince Carter and had the opportunity to meet three-time NBA Champion Bruce Bowen, try their hand at ‘pop-a-shot’, cast their predictions for the season, and take photos with the Larry O’Brien NBA Championship Trophy.
As part of the ongoing celebrations, the Spirit of the NBA festivities will continue at Boxpark Shoreditch, where basketball fans will be invited to toast the new season by shooting some hoops with friends, winning exclusive prizes and grabbing a drink at the Hennessy x NBA pop-up game bar from Oct. 27 – 31.
Please drink responsibly.
